Palace Xanadu is set within the vast natural and cultural hinterland of Xinjiang, in Hemu—approximately 100 kilometres from Altay City. Here, a remarkably diverse landscape unfolds across snow-capped mountains, glaciers, grasslands and desert terrain. It is a land where nature and culture are deeply intertwined, shaped by the changing seasons; a layered environment of stunning scenery and wildlife that reflects the long-standing relationship between people and place.
As the first UBC by Hyatt lifestyle soft-brand hotel in the region, JWDK created a unique place brand for the hotel that carries a distinctive sense of cultural identity sympathetic to the region.
©YIRAN
Odyssey of Life
During early-stage cultural research, the nomadic tradition of seasonal migration—transhumance—practiced by generations of Hemu residents emerged as a key source of inspiration. Across the rhythms of the four seasons, patterns of dwelling, movement, and ritual reveal an enduring wisdom rooted in harmony between people and nature.
©赵建国
©小斑的旅行手账
©Escape
©一块去旅行
©林海音
©胡虎虎
©走遍56民族
©Tomato番茄
©TUMAR-KZ
©自由飞翔
©王旦儿Max
©韩连赟
China’s new nomadic voyager
Modern Voyagers represent a new generation of travellers shaped by curiosity and cultural sensitivity. They reject superficial sightseeing, seeking instead liberation through adventure and enrichment through authentic cultural immersion. For them, travel is not simply about arrival, but a ritual of discovery.
It is in this “God’s Playground” that Modern Voyagers gather. On powder-kissed peaks, adventurers carve fresh lines by day, kindle camaraderie by firelight by night, and uncover winter’s magic beyond skiing, immersed in the many-layered experiences of Hemu.
©喬治的旅拍記
©ptcommunityfoundation
©I.N.K.A
©Vogue Magazine
©MorganGeorge
©Louise Mark
©AAA咸鱼代晒momo
©新疆旅游~建
©痣多多小赵
©王旦儿Max
©小春
©油桃视觉
Anchored by the brand concept “Odyssey of Life,” the hotel integrates the après-ski lifestyle into its overall experience, positioning itself as a playful yet secluded retreat that balances immersive nature with refined privacy and luxury.
©小李飞刀
The Beauty of Transition
Our brand symbol blends the form of winter snowflakes with the golden lotus flower of spring. It sparkles like the stars and radiates the vitality and energy of the sun, symbolising the changing seasons and the cycle of day and night.
As a multi-layered super symbol, it seamlessly connects Hemu’s distinctive ski culture with its deep-rooted local traditions.
The custom-designed typeface features clean, modern lines enhanced with thoughtful decorative details that echo the bold, expressive qualities of local script. This design reflects the region’s spirited cultural character.
Colours of the seasons
The primary brand colour, KKE Blue (KKE, meaning “blue” in Mongolian), is drawn from Hemu’s ice, rivers, and sky, symbolising reverence for nature and creating an atmosphere that feels both sacred and relaxed. The colour system and imagery evolve with the seasons, maintaining a unified rhythm through warm and cool shifts to continuously convey natural energy and a lifestyle defined by ease and subtle tension.
©Less
©爱吃酸奶疙瘩的努努
Primary color
©YIRAN
Secondary colour S/S
©专享旅程
©蔡根花的旅行日记
Secondary colour S/S
©小杨在云南
©知笔墨
Secondary colour A/W
©畅畅壁纸
©Marina视野記
©Marina视野記
©Veuve Clicquot
©花瓣
Secondary colour A/W
Iconic patterns, infinite stories
Derived from the core super symbol, brand patterns resemble stars in the night sky or nomadic yurts in seasonal migration—symbolising connections between people, nature, family, and emotion. They also recall sparks rising from winter campfires, capturing a spirit that is both wild and alive.
Inspired by traditional garments and ancient cave paintings, our hand-drawn illustrations capture the seasonal spirit of Hemu—its majestic landscapes and spiritual animal companions. They are applied across spatial designs, soft furnishings, and merchandise.
Campfire
A joyful time of song and dance
The Elf of Altay – The Fox
The Globeflower symbolizing spring
Camel
The free-ranging flock
The vitality of nature
In spring and summer, golden lotuses dot the grasslands. People play the dombra by yurts, with camels, sheep, and eagles as their devoted audience. In winter, Hemu comes alive under snow: sledding through birch forests, riding horse-drawn sleighs or hot-air balloons, and gathering around campfires with mulled wine—often joined by the playful, mystical fox.
A New Destination
By deeply integrating the cultural essence of Hemu and Jikepulin, the project establishes a hotel identity and guest experience rich in emotional resonance. Designed to appeal to a new generation of discerning travellers, Hemu UBC by Hyatt emerges as a distinctive new destination within Xinjiang’s evolving cultural tourism landscape.
